Patient relationships aren’t what they used to be.

In the past, physicians could keep up with people through face-to-face interactions, handwritten memos, and paper records. However, with common mounting conditions—such as chronic disease and mental illnesses—clinicians need more scalable ways to keep track of an individual’s health complications and interactions with medical staff.

With today’s model of highly collaborative care teams, patients may not always see the same physician or nurse. Post-it notes and spreadsheets aren’t enough to ensure the best care coordination. That is why many have turned to customer relationship management (CRM) solutions.

Another problem facing care teams is that patient relationship software hasn’t adapted as quickly as challenges have emerged. In response, care teams have resorted to digital solutions such as CRM tools. And while these have resulted in a certain level of organization, they haven’t fully solved the problems surrounding Patient Relationship Management (PRM).

To complicate matters further, people often view PRM systems and CRM systems like twins. In reality, they’re more like distant cousins.

What Is a CRM System?

In the 1980s, CRMs were created to improve communication with customers, boost sales, and increase marketing automation. In the 2000s, with the dot-com bubble burst and the rise of social media, CRMs grew into what they are today—comprehensive SaaS platforms that manage interactions between customers and companies.

Since these platforms were born out of sales, they tend to focus on managing accounts, leveraging new sales opportunities, and contact management. Their specialty isn’t managing patient relationships, patient information, or health conditions. Instead of being the driving principles behind existing CRM designs, healthcare features are add-ons.

While CRM software has the ability to affect the healthcare world, they’re better suited to the sales process as marketing tools. Despite all their organizational systems, they often fall short when it comes to optimizing care team workflow and gathering the right patient data.

What Is Welkin?

Welkin can’t answer for all PRMs, so let’s focus on the software design.

Welkin’s design focuses on patient relationships first—not on accounts or data used for marketing purposes, which is the focus priority for most CRM software. Welkin’s design always puts patient relationships first.

Since efficient workflow software is important for medical workers’ effectiveness and health organizations’ bottom line, it’s a driving concern of Welkin’s, too. That’s why our software design allows care teams to streamline smooth and seamless transitions between patients’ interactions with different care team members in real time.

For instance, Welkin lets care teams automate and create custom workflows without using any code. In other words, by taking the focus off of the software itself, medical staff can concentrate on patients without being distracted by frustrating technical systems.

Welkin’s software also helps teams optimize their strengths so that programs can conserve money and staffing resources. With workflow automation for care managers, the PRM prioritizes managers’ strengths so that health systems can reach more patients more cost-effectively.

Welkin is contributing to scalable healthcare by enabling healthcare options (HCOs) and care teams to adjust and thrive in the modern value-based care era.

Major Differences Between Welkin and CRMs

Other feature differences between Welkin and CRMs are worth noting as well.

For example, Welkin is built for healthcare, while CRMs are not. That means one system understands and pinpoints what matters to care teams and what makes a difference for medical revenue streams, while the other focuses on customer relationship management, customer interactions, customer information, customer support, customer data, and marketing campaigns.

In addition, CRMs tend to focus on account specifics such as customer experience and helping a salesforce close a deal with a potential customer. This is especially effective for small businesses. PRM design, on the other hand, values each patient’s health journey. This focus allows care teams to help patients get better results, thereby improving health conditions and gathering metrics to increase compensation from payers such as Medicaid.

Another important factor is that CRMs tend to focus on time. In other words, they have an end date in mind for their relationship with prospects. Alternatively, Welkin realizes that Patient Relationship Management is a long-term effort.

Care teams have a definite, unstated commitment to stick with patients and aid them on their health journey—however long it may take. That’s why Welkin’s software focuses not on a specific timeframe, but on metrics that communicate individual progress. This allows you the freedom to say goodbye to other CRM solutions.

Weighing the Pros and Cons

When it comes to CRMs, there are major pros for B2B business models. For instance, their software design can help insurers track sales accounts and aid your sales team to act on new opportunities for growth.

Within healthcare systems, CRMs are also useful at tracking referrals and making sure appointments don’t fall through the cracks. This helps medical staff know who’s referring the patient and which clinicians they need to follow up with.

PRMs, on the other hand, are extremely valuable when managing P2P relationships. They’re specifically geared to solve and improve the pain points within healthcare relationship management. This keeps patients from escaping notice and makes care team workflows more efficient than ever before.

Eager to learn more ways PRMs can customize care team efficiency? Download our guide to create efficient patient care programs.